6 Common Use Cases for Pardot Automation Rules

Check out how Pardot automation rules can simplify your marketing efforts.

Pardot automation rules help you automate marketing and sales actions based on rules and criteria that you specify. Automate processes like marketing segmentation, lead assignment, sales notifications, marketing communication and more. If you’re ready to take Pardot automation rules to the next level, we’ve created a list of common rules you can create today.

Six Common Use Cases for Pardot Automation Rules

  1. Deploy Lead Scoring and Lead Nurture
    In Pardot, a lead score measures how interested a prospect is in you. You can create automation rules to track and score prospect activity, resulting in a better idea of prospect interest. Set scoring criteria based on what the activity says about a prospect’s sales readiness. For example, opening an email might be worth 5 points, while visiting the pricing page on your website is worth 15.Based on a prospect’s score, automation rules can take action, like adding them to a nurture program in Engagement Studio, or notifying a salesperson.

    A good lead nurture strategy is to assign high scoring prospects to a nurture program that supports the sales team in quickly converting prospects. Low scoring prospects can be added to a separate nurture program designed to keep you top of mind, re-engage, or support sales messaging. You can do all of this through Pardot automation rules!

  2. Leverage Downloadable Content
    When someone downloads a piece of gated content, you can use Pardot automation rules to send them additional relevant content and continue to engage them. You can also use Pardot automation rules to segment your audience based on content interest. Create an automation rule to add the prospect to a specific list based on the content they downloaded. With this segmentation, you’ll know more about your prospects’ interests, guiding more relevant marketing communication and giving the sales team talking points.
  3. Set Intentional Lead AssignmentsWith Pardot automation rules, you can be intentional about who receives certain leads. First, determine how to segment your leads. Then, create automation rules to ensure they get assigned to the right salesperson. Being more intentional with lead assignment means a higher chance of prospect conversion. Many of our clients assign leads based on:
      • Territory
      • Product or services of interest
      • Lead score
      • Lead grade
  4. Send Anniversary or Birthday GreetingsAccording to Experian data, compared to promotional emails, birthday emails have 481% higher conversion rates, 342% higher revenue per message, and 179% higher unique click rates. If you have a field for the prospect’s birthday in Pardot, automation rules can be set up to send birthday messages. Including a call to action or a coupon is a great way to engage with your prospects.You can set up anniversary messages by creating automation rules based on a prospect’s created date or when their opportunity status becomes opportunity won (assuming that’s when they became a client/customer).Always use first name tags in these type of emails to add a touch of personalization.
  5. Personalize Autoresponder EmailsWhen someone fills out a form, use Pardot automation rules to send the prospect a personalized autoresponder email. Some common ways we have seen personalized autoresponder emails used include:
        • Information related to the specific product, service, or content of interest
        • Emails from their specific sales rep or lead owner
        • Messages referencing more content relevant to them
  6. Sort Prospects with Tags
    Pardot tags
    help with sorting, organizing, reporting, searching. You can tag assets as well as prospects with one or multiple keywords. A great way to use tags is with automation rules to associate prospects with different tactics.For example, to measure the effectiveness of a specific e-book, rather than create a Pardot campaign for every e-book that you launch (resulting in messy, endless campaigns), keep your campaigns lean and use tags instead. Use Pardot automation rules to tag prospects based on the name of the e-book they downloaded. This helps you better understand the effectiveness of campaigns at large, as well as the granularity of KPIs at a content-based level.

Launch Pardot Automation Rules

Before you launch any Pardot automation rules, we recommend you use the “preview” feature first. Previewing automation rules is a great way to quickly test your logic. It will show you how many prospects match the rule before you make it live.  

After you create the Pardot automation rule, click on it, then click on “Preview matches.”

Pardot automation rules

If the preview looks correct, you can unpause the rule and make it live.

For best practice, Pardot recommends you review your automation rules at least 30 days after you set them. Then, review them every 90 days after that. This ensures they are properly running and are correctly matching prospects. Keep in mind there is a limit of automation rules in Pardot depending on the edition you have (Growth: 50, Plus: 100, Advanced: 150).

Through Pardot automation rules, you can more easily keep track of your prospects and take action on those who are most interested in your company.

Contact a Kadence certified Pardot specialist for more help and customized solutions.

About the author

Adrianna is a marketing consultant for Kadence Collective and Kadence Digital. She is a content creator fanatic and loves creating campaigns both paid and organic to help companies meet their goals. In her free time, she likes to explore the city of Austin, trying new restaurants, going to concerts and networking with others.